Hispanic Foods and Beverages in the U.S., 5th EditionDocument Transcript
Hispanic Foods and Beverages in the U.S., 5th EditionReport Details:Published:November 2012No. of Pages: 200Price: Single User License – US$3500Tortillas and taco kits outsell hamburgers and hot dog buns. Salsa boasts almost twice the dollarsales of ketchup. Latino culture has impacted the U.S. grocery aisles to such an extent that it hasredefined American cuisine, or more accurately that its long-standing role in American cuisine hasexpanded to become irrepressibly evident. Hispanic foods and beverages appeal to a wide varietyof consumers, from Spanish-only speakers to multicultural consumers and foodies to, in fact, mosthouseholds in America.And marketers have taken note. The market isn’t only the playground of traditional Hispanic foodcompanies like Goya and the Gruma Corporation. Mainstream marketers such as General Millsand Kraft have jumped on the bandwagon as well, not only with Latin-flavored products but alsowith mainstream products whose market share they’d like to grow with the expanding Hispanicpopulation.This report examines the market for Hispanic foods and beverages in the U.S., including thetrends driving growth and creating new product development and sales opportunities. Readers willlearn about fast-growing brands and rising stars; the diverse range of Hispanic products;demographics and psychographics of the Hispanic foods and beverages consumer, andinformation on consumption habits; and the new, engaging ways in which marketers areconnecting with customers.The report segments and quantifies the market by channel and product type, providing historicalsales figures and forecasts through 2017. The report examines market size based in part of retailsales-tracking data from SymphonyIRI, and the consumer landscape based on extensive analysisof Experian Simmons national consumer survey data. The report also maps out the competitivesituation at the marketer and brand levels, with detailed profiles of several of the biggest Hispanicmarketers in the food and beverage arena.Report MethodologyThe information contained in this report was obtained from primary and secondary research.Primary research entailed consultations with Hispanic food and beverage sources and on-siteexamination of retail venues. Secondary research included extensive Internet canvassing andresearch- and data-gathering from relevant consumer business and trade publications; companyreports including annual reports, press releases, and investor conference calls; company profilesin trade and consumer publications; government reports; and other food and beverage marketreports by Packaged Facts.
Sales estimates are based on data from the above sources as well as SymphonyIRI data formass-market channels (supermarkets, drugstores and mass merchandisers other than Walmart);published and estimated sales of major market participants; market size estimates from othersources, including those appearing in the trade press; the performance of relevant retail venues;consumer usage rates for Hispanic food and beverages; and new product introduction activity inthe market. Our consumer analysis draws primarily from a national consumer survey data fromExperian Simmons. Through an ongoing program of telephone and booklet questionnaire surveysof a large probability sample of consumers who represent a statistically accurate cross-section ofthe U.S. adult population, Simmons is able construct detailed demographic profiles across variousconsumer product and service markets, including the Hispanic market. Additional resourcesinclude a roundup of consumer research about Hispanic shoppers conducted by a variety ofindustry participants.Get your copy of this report @http://www.reportsnreports.com/reports/208703-hispanic-foods-and-beverages-in-the-us-5th-edition.htmlMajor points covered in Table of Contents of this report includeTable Of ContentsChapter 1 Executive SummaryScope and MethodologyScope of ReportReport MethodologySize and Growth of the Market2012 Sales of Almost $8.2 BillionTable 1-1 Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009–2012 (in millions ofdollars)Sales Expected to Reach Almost $10.7 Billion by 2017Table 1-2 Projected U.S. Sales of Hispanic Food and Beverages, 2013-2017 (in millions of dollars)Mexican Foods and Sauces Grow SlowlyTable 1-3 IRI-Tracked Sales of Mexican Foods and Sauces, 2012Tortillas, Salsa Have Redefined American CuisineHispanic Products Found Everywhere in the Grocery StoreMuch of the Country Consumers Hispanic FoodsHispanics Growing and Getting YoungerHispanics’ Buying Power RisingMainstream Consumers Getting More AdventurousNo Shortage of Innovation in the IndustryMarketing Dollars IncreaseRetailers Expand Selection, StaffThe Competitive LandscapeTable 1-4 Food Categories and Top Hispanic BrandsEvery Mexican Food Category Has Gained
Hispanics Enjoy Variety on a Budget, Trying New ProductsChapter 2 Market TrendsMarket Size and GrowthHispanic Food and Beverage Sales Rise to $8.2 billionTable 2-1 Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009–2012 (in millions ofdollars)Figure 2-1 Total U.S. Retail Sales of Hispanic Foods and Beverages, 2009–2012 (in million $)Mild Growth From Mexican Foods and SaucesTable 2-2 SymphonyIRI-Tracked Sales of Mexican Foods and Sauces, 2012Refried Beans, All Other Mexican Sauces Lead in GrowthTable 2-3 SymphonyIRI-Tracked Sales of Mexican Foods, 2012Table 2-4 SymphonyIRI-Tracked Sales of Mexican Sauce, 2012Tortillas, Salsa Outsell Many All-American StaplesTable 2-5 SymphonyIRI-Tracked Sales of Select Categories Compared to Tortillas/Taco Kits, 2012Table 2-6 SymphonyIRI-Tracked Sales of Select Categories Compared to Salsa, 2012Hispanic Products Make Inroads in Non-Hispanic Grocery CategoriesTable 2-7 SymphonyIRI-Tracked Share and Growth of Hispanic Brands in Select Categories, 2012Market DynamicsConsumers of Hispanic Foods and Beverages Are Wide and VariedGrowth of Hispanic PopulationTable 2-8 Demographic Snapshot of the U.S. Population, 2011 (number and percent of U.S.Hispanic population)Table 2-9 Projected Population Growth, Hispanics vs. Other Population Segments, 2015-2050 (inthousands)Number of Hispanics Under Age 14 to increase 14% by 2015Table 2-10 Population of 2- to 12-Year-Olds by Race and Hispanic Origin, 2008 (in thousands)Table 2-11 Change in Population of Kids Under the Age of 14,by Race and Hispanic Origin, 2010(in thousands)Table 2-12 Median Age of U.S. Population, by Race, 2011 (years)California Has Largest Latino Population, New Mexico Highest ConcentrationTable 2-13 20 U.S. States with Largest Hispanic Populations, 2011 (number and percent of U.S.Hispanic population)Table 2-14 20 U.S. States with Largest Concentration of Hispanics, 2011Hispanics’ Buying Power a Significant Force in the EconomyTable 2-15 Projected Growth in Hispanic Buying Power, 2008-2013Top Hispanic Origin GroupsMainstream Consumers Widen Their EmbraceRestaurant Trends Have an InfluenceFlavors With Room for GrowthInnovation Efforts Target Hispanic Foods and Beverages
Sofi Awards Recognize Hispanic-Inspired ProductsLeading Marketers Boost Their Hispanic Media InvestmentMainstream Retailers Try to Attract Hispanic ShoppersCommon Hispanic Foods and BeveragesTable 2-16 Foods and Beverages Identified as HispanicLooking AheadMore Hispanic Food & Beverage Sales on the HorizonTable 2-17 Projected U.S. Sales of Hispanic Food and Beverages, 2013-2017 (in millions ofdollars)Figure 2-2 Total Projected U.S. Retail Sales of Hispanic Foods and Beverages, 2010–2014 (inmillion $)Chapter 3 The Competitive LandscapeCompetitive OverviewAll Types of Marketers Serve the IndustryTable 3-1 U.S. Retail Hispanic Foods and Beverages: Select Marketers, Brands, ProductsOffered, and Websites, 2012Gruma Rules TortillasTable 3-2 SymphonyIRI-Tracked Sales Top Marketers of Hard/Soft Tortillas/Taco Kits, 2012Table 3-3 SymphonyIRI-Tracked Sales of Top Marketers of Refrigerated Tortillas, 2012Table 3-4 SymphonyIRI-Tracked Sales of Top Marketers of Frozen Tortillas, 2012ConAgra, General Mills Lead In Refried BeansTable 3-5 SymphonyIRI-Tracked Sales of Top Marketers of Refried Beans, 2012Juanita’s Leads Mexican Food Items CategoryTable 3-6 SymphonyIRI-Tracked Sales of Top Marketers of Mexican Food Items, 2012Tostitos Dominates Salsa, But Small Players AboundTable 3-7 SymphonyIRI-Tracked Sales of Top Marketers of Salsa, 2012Pace Paces Picante SauceTable 3-8 SymphonyIRI-Tracked Sales of Top Marketers of Picante Sauce, 2012Ortega Takes Almost Half of Taco SauceTable 3-9 SymphonyIRI-Tracked Sales of Top Marketers of Taco Sauce, 2012Las Palmas and Old El Paso On Top of the “All Other Mexican Sauce/Marinade” CategoryTable 3-10 SymphonyIRI-Tracked Sales of Top Marketers of All Other Mexican Sauce/Marinade,2012Hispanic Brands/Flavors a Major Force in the Frozen Hand-held Entrees (non-breakfast) CategoryTable 3-11 SymphonyIRI-Tracked Sales of Top Marketers of Frozen Hand-held Entrees (non-breakfast), 2012Frozen Appetizers/Snack Rolls Category Feels Hispanic InfluenceTable 3-12 SymphonyIRI-Tracked Sales of Top Marketers of Frozen Appetizers/Snack Rolls, 2012Goya a Major Player in “Vegetables – All Other Beans” CategoryTable 3-13 SymphonyIRI-Tracked Sales of Top Marketers of “Vegetables – All Other Beans”
Category, 2012Goya Is Tops Among Branded Dried Beans/GrainsTable 3-14 SymphonyIRI-Tracked Sales of Top Marketers of Dried Beans/Grains, 2012Hispanic Marketers Gaining Ground in Dry Rice and Dry Rice MixesTable 3-15 SymphonyIRI-Tracked Sales of Top Marketers of Dry Rice, 2012Flavors are the Future of Carbonated Soft DrinksTable 3-17 SymphonyIRI-Tracked Sales of Top Marketers of Regular Soft Drinks, 2012Kraft Dominates Aseptic Juices and Juice DrinksTable 3-18 SymphonyIRI-Tracked Sales of Top Marketers of Aseptic Juice Drinks, 2012Table 3-19 SymphonyIRI-Tracked Sales of Top Marketers of Aseptic Juices, 2012Hispanic Marketers Are Major Contributors to the Canned Juice CategoryTable 3-20 SymphonyIRI-Tracked Sales of Top Marketers of Canned Fruit Juice, 2012Table 3-21 SymphonyIRI-Tracked Sales of Top Marketers of Canned Juice Drinks, 2012Chapter 4 Marketer ProfilesB&G FoodsNew ProductsMarketingCampbell SoupConAgraNew ProductsGeneral MillsMarketingGoya FoodsGoya Gives BackNew ProductsMarketingGruma Corp.New ProductsMarketingJarritosKraft FoodsMegaMex Foods (Herdez/Hormel Joint Venture)OLÉ Mexican FoodsPepsiCo/Frito-LayNew ProductsMarketingRuiz FoodsMarketingJ.M. SmuckerWindsor FoodsChapter 5 The ConsumerU.S. Consumers of Hispanic Foods and Beverages: Demographics
Note on Experian Simmons SurveysU.S. Households Use of Mexican Foods IncreasesTable 5-1 Mexican Food & Ingredients Usage, 2004-2012 (Number in Thousands & Percent)Table 5-2 U.S. Households Who Use Mexican Food/Ingredients,by Race/Ethnicity, 2012 (percentand index)Every Mexican Food Category Has GainedTable 5-3 U.S. Households That Use Mexican Food/Ingredients,by Product Type, 2004-2012(percent)Burritos are Mainstream, Enchiladas and Tamales Less SoTable 5-4 Demographics of Adult Mexican Prepared Food Users by U.S. Households, 2012(Index)Use of Peppers and Condiments Varies by AgeTable 5-5 Demographics of Mexican Peppers and Condiment Users by U.S. Households, 2012(Index)Flour Tortillas Used by Most DemographicsTable 5-6 Demographics of Adult Tortilla and Tostada Users by U.S. Households, 2012 (Index)Families Embrace Kits and Taco Fixings, But Other Differences EmergeTable 5-7 Demographics of Adult Mexican Prepared Food Users by U.S. Households, 2012(Index)Traditional Brands Rank among Hispanic Households;Whites and Blacks Go for MainstreamTable 5-8 U.S. Households Who Use Mexican Food/Ingredients,by Brand, 2012 (index)Table 5-9 U.S. Households Who Use Mexican Food/Ingredients,by Brand, 2012 (index)Hispanic Households Index More Heavily for Some BrandsTable 5-10 Brands That Skew Towards Hispanics, 2012 (index)U.S. Consumers of Hispanic Foods and Beverages: Attitudes and BehaviorsExperian Simmons Food Lifestyle SegmentationHispanics Lean Towards Variety on a BudgetTable 5-11 Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Index)Table 5-12 Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Percent)Figure 5-1 Experian Simmons Food Lifestyle Segmentation,by Race/Ethnicity, 2012 (Percent)Experian Simmons Retail Shopper SegmentationHispanics Look for Discounts and New ProductsTable 5-13 Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Index)Table 5-14 Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Percent)Figure 5-2 Experian Simmons Retail Shopper Segmentation,by Race/Ethnicity, 2012 (Percent)Hispanics Seek Out New Stores and Specialty Stores;Favor Lunch Over Other MealsTable 5-15 Food and Shopping Psychographics by Race/Ethnicity,2012 (Index)Table 5-16 Food and Shopping Psychographics by Select Brands,2012 (Index)Table 5-17 Food and Shopping Psychographics by Select Brands,2012 (Index)Meals by Latina Moms
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